George Day - Strategy from the Outside In: Profiting from Customer Value

Praise for Strategy from the Outside In

Throughout P&Gs long history, we have focused on the four customer value imperatives outlined in this excellent bookand are as committed to them today as ever. This is essential reading for leaders focused on making a positive difference in the world and, as a direct result, delivering growth for both the near and long term.

Robert A. McDonald,
Chairman, President, and CEO,
The Procter & Gamble Company

Strategy from the Outside In is thought-provoking, practical, and full of ideas on how to strengthen your companys customer value proposition.

Tom Lynch, CEO,
Tyco Electronics Corporation

American Expresss success has rested largely on our ability to focus on our customers and adapt to their changing needs over the past 160 years. Strategy from the Outside In is an insightful book with practical advice about how to do just that.

Jud Linville, President and CEO
Consumer Services, American Express

An in-depth look into the basic premise of what, in my view, makes successful business. Certainly worth reading once and then once every year to remind all of us what keeps us in business. For marketers, a great benchmark to help focus on how to add value most effectively.

Geert van Kuyck, Executive Vice President
and Chief Marketing Officer,
Royal Philips Electronics

Sam Walton said theres only one bossthe customer. At Walmart we try to stay focused on that every day. But how? Strategy from the Outside In provides a blueprint for how to build a trusted brand based on consistently providing superior value to customers.

Stephen Quinn, Chief Marketing Officer,
Walmart

Getting your company to organize around what customers value most sounds easy in theory, but its very hard to do consistently well. Day and Moorman provide a thoughtful, realistic, and actionable blueprint for delivering the most value to your most valuable customers.

Beth Comstock, Chief Marketing Officer, GE

Only a few books can really help marketing professionals make a difference in their organization. Strategy from the Outside In falls into this category. Creating superior customer value is or should be a priority of all marketers. Day and Moorman provide a clear path for delivering on such value. Most important, their work is based on the real-world successes (and failures) of organizations which they have studied.

Dennis Dunlap, CEO, American Marketing Association

Strategy from the Outside In offers a refreshing reminder that answers to managers most pressing questions always start by looking outside the organization and meeting consumer needs better than the other guys! It provides a combination of solid evidence and user-friendly frameworks that can be put to use immediately. A must-read not only for todays challenged CMO but for the rest of the C-suite as a guiding framework for the entire enterprise.

Rob Malcolm, President, Global Marketing,
Sales and Innovation, Diageo PLC

Strategy from the Outside In provides a handbook to re-imagine a business through the eyes of customers. It is full of current case studies, research, and practical frameworks that senior marketers can use to refine their own thinking and influence their colleagues.

Greg Gordon, SVP Consumer Marketing,
Liberty Mutual

Day and Moorman advise companies to leave their comfortable positions of controlling their businesses to the uncomfortable position of allowing their customers control. This is a book only for companies courageous enough to listen to their customers instead of themselves.

Ron Nicol, Senior Partner and Managing Director,
Boston Consulting Group

PROFITING FROM CUSTOMER VALUE

GEORGE S. DAY
CHRISTINE MOORMAN

To my familymy proudest legacy

George

To Ed, my touchstone, my rock, my greatest love

Chris

Copyright 2010 by George S. Day and Christine Moorman. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-176078-2

MHID: 0-07-176078-4

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174229-0, MHID: 0-07-174229-8.

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